How the U.S. trade war uncorked a surprising boom for wineries across Canada

Countless industries in Canada were terrible when Trading War with the United States It began earlier this year after US President Donald Trump took office, but a new life was invested in one specific business.

Thanks to the patriotic to a large extent “Buy Canadian” movementwho changed consumer habits and changed parts of the retail landscape, winemakers throughout the country say that they enjoy a rare and fruitful moment.

Several provinces, including Ontario, British Colombia, Quebec and Albert, pulled out American alcohol products From their store shelves After the Trump administration scored 25 percent of tariffs for almost all Canadian goods in February.

The influence of this answer was felt almost immediately.

In Albert, where in early March, the government announced that Alberta Gaming, Liquor and Cannabis will stop accepting new supplies of American liquor products, sales of American wholesale wines fell by 55.5 % in the first quarter compared to the same period last year, AGLC reports. In Quebec, Société des Alcools du Québec reported 58 percent growth of sales of local wines from March 30 to August 16.

“It was an opportunity once in a lifetime,” said Michelle Vasilishen The cost of lifeField

WASYLYSHEN, President and General Director of Ontario Craft Wineries, which represents more than 100 manufacturers, said that sales of wine in all retail channels – from grocery and stores to restaurants – jumped 78 percent.

She said that raising sales led to the fact that winery hired more employees, invested in new cars and expanded their offers, such as adding a restaurant component.

“[Consumers] They support work, tourism, farm families, transport, production, ”said Vasilshen.

“Huge absorption” on products, says the winemaker

In the WestCott vineyard in the Niagara region of Ontario, co -author Carolin Hrte said that the positive impact of the ban on American alcoholic profit products quickly. In just six months, wines sales doubled compared to the previous year – and the current volumes of the order show that they will double, she said.

One of the significant ways has become more noticeable is to provide places in the restaurant menu, which were not available earlier.

“We have a cartoon and Pino Noir, who looks like [in] The price point [with] A couple of products from California and Oregon, ”said Hurst. “That's where we found that there was a huge absorption on our products.”

Provincial retailers also captured the moment.

Abhai Garg, Vice President of Merchenjizing in the Ontario Alcohol Council, said that although the support of local manufacturers has always been part of its mandate, the removal of US products “definitely” created an unprecedented opportunity to highlight the smaller manufacturers of Ontario.

He said that LCBO was able to introduce products from 30 Craft Wineries under his Ontario support banner, when more local production space was opened.

“You will see a small maple sheet next to the products that are produced in Ontario or Canada,” Garg said.

In BC, the trend is similar. Jeff Gignard, president and chief executive director of British Columbia, said that last year there was an increase in the mass volumes of wine from six to 10 percent.

According to him, while some consumers are still inclined to international brands, local tourism has risen. Instead of moving south, more and more Canadians visit vineyards in their own backyard, including in the Okanagan region, in the Similkamen Valley and Vancouver Island.

“As soon as they are there, it is a little to choose your own adventure, and you never know that customers will fall in love,” Ginyard said. “I heard good stories from small, medium, large wineries.”

In June, Albert And Saskachevan They announced that they would raise their prohibitions on American imports of alcohol.

Maintaining an impulse

Rob Taylor, Director for Political and State Relations at Wine Growers Canada, called the recent surge in the sales of Canadian wines a “positive trend”. Nevertheless, he said that a long way.

Despite the growing percentage, Canadian proposals still have a small share of the wine market, in his words, make up less than 20 percent of sales in Ontario and less than 30 percent in the national level, adding that in Quebke, the largest wine province in the country, Canadian wine is only 0.5 percent of the market.

“I think this is such a Canadian thing that we value all things from all over the world [and] Sometimes we do not necessarily give ourselves a chance, ”Taylor said.

The long -term goal of the industry? Demand 51 percent of the domestic market. But, according to him, to achieve this standard will be required more than goodwill consumers.

For decades, INterprovincial Trade barriers The growth of the wine industry made it difficult – but this may soon change.

Ten provinces and one territory signed an agreement In direct sales of alcoholic beverages for personal consumption, agreeing to eliminate barriers, preventing the sale of their alcohol in other provincial jurisdictions by May 2026.

“One of the wonderful things that we hope … This is that you can go to the Toronto Center and be able to get Okanagan Red or a tidal bay wine from New Scotland,” Taylor said.

“Because believe it, you want not, in many cases, wine from another province is seen as imports.”

Make a switch

For Sarah Nelson, who moved from the United States to Canada several years ago, the ban on American drink forced her to make a personal shift. A longtime fan of California wines, she began to explore Canadian options and was surprised at what she found.

Thanks to the wine education conducted by local shops, she found that “incredibly special, smart, thoughtful, environmentally friendly” manufacturers created unique wines that reflect local terraur and culture.

“Many manufacturers in Canada are really focused on … creating a specific wine or wine specific for Ontario, specific for BC, and not just try to make a European cabin, but grew up in Ontario,” Nelson said.

“This actually expands your mind to what wine can be,” she said. “I think this is interesting to have a moment when people are proud that they grow and produce in place.”

Nelson added: “I am ready for my Canadian citizenship this fall, and I use it enthusiastically.”